Digital marketing has been a very interesting job for me because it is a niche of its own which needs marketing communications, public relations, technological understanding of digital assets as well as an analytical skill.
Not many people out there has this combination of understanding, hence there is a need for an effective project management skills in order to fill up the gaps in the weaker areas. Some of them are from the Mass Communications background, some Public Relations background and others IT background. There is usually a core strength that the person is good at, but he will also have to be the window person to work with other experts in order to create effective digital marketing campaigns.
As I was looking at the various digital marketing jobs out there in different industries, I find that the job description is much more refined today when compared to the ones posted in 2012. More and more people can understand what to write about in the job description. However, there is a missing picture here where they are mostly looking for mass communications background. In order to work effectively in a digital marketing job, there is a need for some level of IT background. No doubt that the person should have mass communication background, but it can be trained if the person is willing to learn. On the other hand, I find that it is very hard to train a person in better IT knowledge because the entry level for them is very high.